Who we are.

We believe in a world where you have total freedom to be you, without judgement. To experiment. To express yourself. To be brave and grab life as the extraordinary adventure it is. So we make sure everyone has an equal chance to discover all the amazing things they’re capable of – no matter who they are, where they’re from or what looks they like to boss. We exist to give you the confidence to be whoever you want to be.

Fashion democracy

Choice for all

Our audience (AKA you) is wonderfully unique. And we do everything we can to help you find your fit, offering our ASOS Brands in more than 30 sizes – and we're committed to providing all sizes at the same price – so you can be confident we’ve got the perfect thing for you. We’re also proud to partner with GLAAD, one of the biggest voices in LGBTQ activism, on a gender-neutral collection to unite in accelerating acceptance.

Body positivity

It’s super-important for us to promote a healthy body image – we’re not about conforming to any stereotypes – so we work with more than 200 models to represent our audience. And we’re not in the business of digitally altering their appearance either… there’s no reshaping or removing stretch marks here. Our models are part of the ASOS family and we support them by following a Model Welfare Policy.

ASOS Supports Talent

Creative futures

We’re all about helping young talent – from cool new models to inspiring new voices, and it extends to more than just the world of fashion. We nurture creative peeps from all industries, so they can achieve brilliant things. Photographers, chefs, musicians… you name it, we find amazing people from around the world and help them to pursue their passion projects.

Fashion Discovery

Our annual competition searches for entrepreneurial young brands of the future. Two winners receive £50,000 of investment and mentoring from our experts and, drum roll please, we sell the winning collections on ASOS for two seasons. Check out last year’s innovative winners, HANGER and Elissa Poppy – they're selling out fast.

ASOS Marketplace

You know that satisfying feeling when you stumble across an incredible vintage boutique, or uncover an amazing independent brand, before everyone else? Yeah, we love that too. That’s why we created ASOS Marketplace in 2010. The team seeks out the best fashion start-ups and it’s now home to more than 700 boutiques – so you can shop one-of-a-kind finds all the time.

A positive force for people and the planet

People

We have 168 suppliers who use 713 factories around the world. We’re serious about making sure every single person in that supply chain is safe at work, respected and earns a living wage. We set high ethical standards and support our suppliers to help them meet them. We developed a world-leading Ethical Trade Strategy in 2017 and priorities include: transparency, improving wages, health and safety, addressing and reducing modern slavery risks, and identifying and stopping child labor.

Planet

We believe great fashion shouldn’t come with a compromise, be that style, price or impact. We’ve set ourselves challenging targets to reduce the impact of our product, business and logistics, and we’re always looking for new ways to drive sustainability forward. We work hard to ensure animals don’t suffer for fashion and have strict sourcing guidelines for leather and producing animal-free products. Read our Sustainability Strategy and Carbon 2020 Strategy below.

ASOS Foundation

We set up the ASOS Foundation because we believe everyone deserves access to the same opportunities. It achieved full charity status in 2013 and provides infrastructure, training and support to enable disadvantaged young adults to reach their potential. We work with charity partners to create sustainable, long-term change in the UK, India and Kenya, including The Prince’s Trust, Centrepoint, Udayan Care, SOKO Community Trust and Wildlife Works Carbon Trust.